Through her candid personal experiences and the skin and hair problems that any girl faces in her daily life, Egyptian content creator Laila Mohamed has gained the trust of a wide audience on social media platforms. She has presented a different model for beauty content creators; one based on real-life experiences, affordable solutions, and unwavering honesty, far removed from the exaggerations of the digital world.
Laila uses simple language and a warm, colloquial tone, similar to a friendly chat, avoiding pretension or overly elaborate marketing. While some contact information lists her name as “Lilian,” her audience simply knows her as “Laila.” She has amassed approximately 262,000 followers and over 7.5 million likes on TikTok alone, in addition to a similarly strong presence on Instagram.
Laila’s content is based on a motto she openly declared: “Real Glow.” She completely avoids offering quick fixes and focuses on practical routines suitable for Egyptian and Arab girls. She shares her personal experiences with her audience, addressing real-life problems. This includes addressing acne scars and pigmentation using well-known serums like niacinamide and alpha arbutin, testing various sunscreens, and providing practical steps for dealing with damaged hair and its restoration after harsh dyeing experiences.
What makes Layla’s content engaging and unique is her presentation style, which relies on stories and transparent experiences. She doesn’t hesitate to share “before and after” photos and videos, and even tries products live on camera to demonstrate absorption and actual effects to her followers. Her spontaneous style often begins with natural phrases like “I decided…” and features short, fast-paced videos ranging from half a minute to a minute and a half, set to familiar Egyptian songs in the background. This makes viewers feel like they are following the everyday life of the understanding girl next door.
This honesty and realism are directly reflected in her viewership and engagement; a video documenting her experience dyeing her hair black to recover from a previous color garnered over 16 million views. Her videos, offering tips on skin lightening, dry hair care, and treating skin problems, have garnered hundreds of thousands and millions of views, along with thousands of shares and comments from girls seeking recommendations and sharing their own experiences.
This success wasn’t limited to audience admiration; it extended to brand trust. Lily has collaborated with numerous renowned Egyptian, Korean, and international beauty and skincare brands, always striving to offer affordable products and discount codes for her followers.
